It's 2019, and we can find search results all the time where all four ads on Google have the same keyword as the headline. Why are we still doing this? When everyone focuses on keywords as the main component of a successful ad we get a search result with all boring ads. Nothing stands out. No marketing involved at all. We're in the age of audiences in PPC. We need to change the way we write our ads to speak to users and serve them a message that will try and speak directly to them as much as possible. When we focus so much on Quality Score we lose sight of who is actually buying from you...people. Learn why customer-focused copy is important, which tools we can use in Google Ads to implement better copy, and how recent changes within Google Ads support how we should be writing ads in 2019.
In this session, you will learn:
- How we can write ad copy that focuses on satisfying our target audiences instead of best practices.
- Which features in Google Ads can help you write custom, ads no other account can replicate.
- Where the industry is going and how we should be thinking about our ad copy in 2019 and beyond.
16. “Measures how closely your keyword matches
the message in your ads. A below average score
may mean that your ads are too general or
specific to answer the user’s query, or that
this keyword isn’t relevant to your business.”
Source: https://support.google.com/google-ads/answer/2454010
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22. Client Needed an “Upgrade” Strategy for Current Customers
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Customers on the
Old Version
Upgrade to the
Latest Version
Upgrade to the Elite
Subscription
23. First We Created Audiences in Analytics
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*You could try this with customer match too*
24. Again. Keep in Mind. These Are Current Customers
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25. What more can
you do with
branded
keywords
Joe?!
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26. Set My Campaign Structure Using Targeting Audiences
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27. Exclude Appropriate Audiences to Try & Avoid Overlap
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*And then exclude all “Elite Members” from all campaigns*
28. How We Switch Up the Ad Message Per Audience
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Ads for the Old
Version Campaign
Ads for the Latest
Version Campaign
Ads for the Regular
Brand Campaign
29. Use IF Functions to Save Time
AND Change Your Message
Joe Martinez | Director of Client Strategy#HeroConf @ClixMarketing @MilwaukeePPC
47. Schedule Your Feed to Refresh the Data
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Your feed can be updated via Google Sheets, http, https, ftp or sftp
48. Use Ad Customizers to Call the Feed Info
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49. Here’s What the Headline Text Would Look Like
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Headline 1: {=Cool Shoes Product List.Model} only {=Cool Shoes Product List.SalePrice}
Headline 2: Save {=Cool Shoes Product List.PercentOff} Only at ShoeStore.com
50. But Here Is What the Ad Looks Like
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51. Build Urgency in Your Ads
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